X launches new marketplace for dormant user handles

The social-media platform X has introduced a dedicated “Handle Marketplace” that allows paying subscribers to request usernames tied to inactive accounts, marking a significant shift in its monetisation strategy. Under the scheme, Premium Plus and Premium Business users can browse a catalogue of unused handles and make claim requests under varying terms.

Eligible subscribers will see available usernames divided into two tiers: “Priority” handles, which include full names, common phrases or alphanumeric strings, will be available at no extra cost; “Rare” handles — short, highly desirable names — will carry premium pricing potentially running into the six- or seven-figure dollar range. Once a handle is reassigned, the subscriber’s former username is frozen, and if they later downgrade their subscription, they will forfeit the new handle and revert to the original.

X’s shift reflects an effort to diversify revenue streams beyond advertising and individual subscriptions. Observers note that the company originally floated plans to monetise dormant usernames in 2023, with internal testing signalling bids starting at US $10,000. One analyst described the marketplace as “an industry-first solution” to idle usernames.

The process is aimed first at Premium-tier subscribers. X’s policy previously stated that it “cannot release inactive usernames at this time”, labeling an account inactive if no login activity occurred within 30 days. The new marketplace now outlines an inquiry mechanism where users lodge a request, receive a response within approximately three business days, and, if approved, receive the new handle within one to two days.

Industry reaction is mixed. Some branding specialists view the move as a clever way for businesses and influencers to secure short, memorable handles, thereby boosting visibility. Others warn it risks creating a tiered naming economy where average users are priced out of highly sought-after handles. In comment threads on the platform, users have noted the “brilliant branding move” whilst simultaneously framing it as “extracting every cent from the user base.”

From X’s business vantage point, the ability to monetise unused usernames arrives at a time when the platform is under pressure to demonstrate growth. Multiple recent reports show subscriber counts and advertising yields facing headwinds under its evolving strategy. By converting dormant handles into a paid incentive for subscriptions, X is effectively tying account identity to its premium model.

Privacy and fairness advocates have flagged possible drawbacks. Some question what defines an “inactive” account and whether users holding cherished usernames might lose them via automated algorithms. Others worry that the freeze on the old handle — and the potential automatic loss of a new handle upon subscription downgrade — could create lock-in effects or unfair transitions for users. X has not published public-facing guidelines spelling out how usernames are prioritised, though internal code references suggest a structured bidding and automated review model.

For businesses, especially those on the Premium Business tier formerly known as “Verified Organisations,” securing a clean and aligned handle has obvious appeal. X revamped its business subscription offering in October 2025, introducing tiered pricing starting at around US $200/month for Basic and up to US $1,000/month for Full Access. The handle marketplace adds a strategic layer to those subscriptions, embedding handle acquisition into the premium value proposition.

Global rollout details remain sparse. The German-language press notes that the marketplace will initially be available only to paying subscribers, with the two categories of handles described and a reference price of €38/month for the relevant tier — though regional pricing may vary. X has yet to publish a full regional schedule or list of handles available for allocation.